Guilt factors influencing the effectiveness of green advertising

Marissa Jimenez, University of Texas at El Paso


The purpose of this study was to examine the effects of guilt appeals as a persuasive tool to influence consumers' attitudes and behavioral intentions. The analysis utilizes a between-subject post-test only experimental design to explore the influence of guilt appeals on consumers' attitude toward the ad (Aad), attitude toward the brand (Ab) and purchase intention (PI). In addition, it explores mediating effects of consumers' environmental attitudes affecting the aforementioned variables. ^ Findings provided evidence to support that guilt appeals did influence Aad and Ab, but not PI as demonstrated by respondents more favorable attitude toward the low guilt appeal than for the high guilt appeal. Guilt-induced feelings mediated the effect of guilt appeals on Aad and Ab as denoted by respondents' favorable evaluation for the ad containing lower guilt arguments than for the stronger appeal that portrayed high guilt arguments. Environmental attitudes showed no significant mediating effects. ^ Keywords. Green advertising, guilt appeals, guilt-induced feelings, attitude toward the ad, attitude toward the brand, purchase intention, environmental attitudes.^

Subject Area

Mass Communications

Recommended Citation

Jimenez, Marissa, "Guilt factors influencing the effectiveness of green advertising" (2007). ETD Collection for University of Texas, El Paso. AAI1444126.